Blog

Understanding consumer trends and local culture [an interview with GSK]

Understanding consumer trends and local culture [an interview with GSK]

We invited Jo Stanbridge, Global Insight Lead Sensodyne at GSK, to share her experience on collaborating with leading-edge consumers to fully understand the importance of consumer trends and how they manifest within different cultures.

The consumer-centricity lighthouse [an interview with L’Oréal]

We invited Gaël Chevé, CMI International at L’Oréal Active Cosmetics (Cerave, La Roche Posay and Skinceuticals), to talk about the value of collaborating with ‘the 90’ or everyday consumers, and how this helps L’Oréal to further develop their consumer-centric thinking.

Meet-‘the-1-the-creative-consumers

Meet ‘the 1’: the creative consumer

“Creativity isn’t a luxury, it’s a necessity!” , says Duncan Wardle. With these words, the former Walt Disney Company’s Head of Creativity & Innovation argues that creativity can give companies a competitive edge. He refers to tech giant Apple as an example; this brand became a synonym for creativity; it also dominated BCG’s top 50 list of most innovative companies for the last 15 years.

Meet-‘the-9-the-leading-edge-consumers

Meet ‘the 9’: the leading-edge consumers

All of us everyday consumers can share our everyday needs and frictions; but only a limited number of people can signal ‘things to come’, thereby curating the future. Those are the ones living on the edge – heavy users, trendsetters or early-adopters; they know precisely what is hot and next in a particular area.

You are not your consumer

You are not your consumer

Any idea what the ‘Facebook Phone’, the ‘Microsoft Band’ and ‘Apple’s butterfly keyboard’ have in common? No, it has nothing to do with technology; all three products failed, with ‘a misfit with the market’ as most cited reason.

Think outside the box, in the year of the ox

Think outside the box in the year of the ox

At times like these, it is important that brands strive to put consumers first, connecting and collaborating with them continuously….

Meet the 90, the 9 and the 1

Not all consumers are alike – meet ‘the 90’, ‘the 9’, and ‘the 1’

Have you ever consulted Wikipedia? You probably did. But have you ever created or adapted a page on the world’s largest reference website? Your answer is probably “no” which is not surprising; only less than 1% of the 1.7 billion unique visitors a month are active contributors.

Keeping up with consumers through online communities

Keeping up with consumers through online communities

COVID-19 has now been around for much longer than any of us would have hoped or expected. Whilst in China…

The new fast fish of Asian wealth

In a matter of weeks, even days, the global pandemic changed the lives of millions of people. To stay relevant…

From Consumer Intelligence to Consumer Intuition

Accelerating towards Consumer Centricity

Research has shown we have vaulted five years forward in consumer and business digital adoption. And this happened in merely…

Back to the Future with Tina Tonielli (GSK)

The pandemic reality forced many of us to take a few steps backwards (to rewind and reset) in order to…

Back to the Future with Christina Lee (Pernod Ricard)

In today’s world, and disruption have become the norm. So, it is more important than ever for brands to keep…